.....NABISCO, the subsidiary of Kraft Foods, has rarely taken a cookie-cutter approach when it comes to marketing the fig roll introduced in 1891 as the Newton.

Unlike most cookies, it is square, and unlike most offerings in the cookie aisle, Fig Newtons, as they were renamed shortly after being introduced, were called “cakes” on packaging until the 1980s, when they became “chewy cookies.”

Popular commercials in the 1970s featured Big Fig, the actor James Harder in a costume performing a dance and song. (“Is it good? Darn tootin’! Doin’ the big Fig Newton.”)

But these days there are no paeans to the fig by the brand, which has dropped the word from its logo and is now known simply as Newtons.

The shift came not only because the cookie has for decades been available with other fillings, including strawberry, but also because the fig may lack the pizazz of, say, the pomegranate for health-conscious consumers.

A new advertising campaign highlights new fruit flavors of Newtons, as well as Newtons Fruit Thins, a line of crispy cookies introduced last year.

“And now, another Newtonism,” begins the voiceover in one ad, which shows fresh strawberries, raspberries and blueberries. “Never beat around the bush — you’ll just squash the berries.” The ad, for a new triple berry filling, emphasizes it is made with whole grain and closes with the tagline, “One unique cookie.”

Another commercial, for a new flavor of the crispy variety, apple cinnamon oat, says, “Being the apple of someone’s eye — is easier with cinnamon.” ....